Lever Faberge's Domestos is to follow the launch of its Pink Power bleach last year with the introduction of an Aqua Blast variant, backed by £10m of promotional support.
Available in major multiples from late January, the variant will have a bright blue bottle, designed to maximise on-shelf standout.
The range will be promoted in a brand campaign that will include TV advertising created by Lowe.
Domestos is the number one brand in the £96m bleach category. It grew 4.5% in value in the year to 2 October 2004 with sales of £36.7m, according to ACNielsen, cementing its position as the sixth-biggest household cleaning brand.
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